• 간호행정학회지
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• 제13권3호
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• pp.293-301
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• 2007

Purpose: The purpose of the study was to identify the relationship among internal marketing, job stress, organizational commitment, and turnover intention in nursing organizations in Korea. Methods: One hundred eighty six nurses recruited from 6 general hospitals in South Korea. The data were collected by self-reporting questionnaires and analysed by the SPSS WIN 11.0 program using descriptive statistics, Pearson's correlation coefficients and stepwise multiple regression. Results: Nurses participated in the study reported medium levels of perceived internal marketing, job stress, organizational commitment, and turnover intention. Perceived internal marketing had significant negative correlation with job stress and turnover intention and significant positive correlation with organizational commitment. Employee's management philosophy was a significant predictor of job stress along with characteristics of hospital, and nurse's educational level ($R^2=$ .18). Working environment was a significant predictor of organizational commitment along with monthly income and job stress ($R^2=$ .31). Promotional strategies and communication style in the organization were significant predictors of turnover intention along with organizational commitment and job stress ($R^2=$ .31). Conclusions: This study suggest that future intervention study enhancing internal marketing would lead the positive changes in job stress, organizational commitment, and turnover intention.

• 보건의료산업학회지
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• 제5권2호
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• pp.209-226
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• 2011

The purpose of this study is to analyze and find out key success factors and marketing strategies of Bumrungrad Hospital in Bangkok, Thailand. The major success factors of Bumrungrad Hospital are as follows; First, Bumrungrad Hospital had professional medical team and board of directors who had the international career. Second, Bumrungrad was supported by Thai government and they were in a cooperative relationship with each other for the development of the medical industry. Third, Bumrungrad appropriately handled the internal and external changes including Asia Financial Crises in 1997 and others. Fourth, Bumrungrad diversified and broaden its business field such as global medical investing and management, medical technology, anti-age medicine and wellness. Marketing strategies of Bumrungrad analyzed are the following four factors. First, Bumrungrad focused on the quality of services by employing professional medical staffs, who have the international certification, and by constructing IT system for hospital management. Second, Bumrungrad has maintained an equalized price policy to attract the customers bothin the domestic and foreign markets. The cost for care has appealed the foreign customers for its comparatively low price, but it focused mainly on the upper middle class in Thailand. Third, it established, managed, and consulted hospitals in the foreign countries including the Philippines and the Arab Emirates. Fourth, it adopted differentiated promotion strategies suitable for the special needs of domestic and foreign customers, and put emphasis on the buzz marketing.

• 산경연구논집
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• 제9권12호
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• pp.7-14
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• 2018

Purpose - The core objective of the research is to explore the quality of services provided by the Nigerian health care sector that lead to know the satisfaction levels of the consumers. Research design, data, and methodology - After a meticulous literature review, the researchers administered a two part questionnaire to know the service gaps and satisfaction levels of the customers. The research carried out with a sample of 400 respondents but received only 150 responses from the residents around Adamawa state. The collected data was edited, coded, and analyzed with the SPSS latest version with the descriptive and inferential statistical tools. Results - Majority of the respondents expressed their discontentment over the responsiveness of the service providers when compared to tangibility and reliability quality variables. There is no relationship between the quality variable tangibility and overall satisfaction. Related to the overall satisfaction, 42 percent of respondents have neutral perspective indicated that they are either satisfied or dissatisfied as against the 43.3 percent of dissatisfied customers. Conclusions - This research proffers invaluable information to the entire Nigerian health-care sector to review their existing delivery of services to improve patient satisfaction. This research is first of its kind concentrated to know the quality of health-care services and customers overall satisfaction in Nigeria.

• 보건행정학회지
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• 제20권3호
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• pp.1-20
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• 2010

Objectives : This study is purposed to segment dental service markets with reflecting customer's preference and to suggest some marketing strategies applied to each segmented market. Methods : The customer's data collected from a series of online survey comprise such factors as expertise of dentist, courtesy, clinic size, equipment, price and distance, including some socio-demographics. A conjoint analysis and a clustering analysis with estimated coefficients were performed to find out some dental market segments for three dental service types such as dental caries, esthetic treatments and dental implants. Results : Three or four market segments for each dental service type are derived from the analysis, and subsequently market characteristics for each derived segment are explored. Furthermore, some dental marketing strategies for each segment are suggested for better management. Conclusion : A conventional way of developing dental marketing strategies can be improved, while specific customer's preference are responded.

• 간호행정학회지
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• 제13권3호
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• pp.362-372
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• 2007

Purpose: This study was performed to identify the perception gaps of nursing services quality between consumers and providers, and identify the perceived influences of nursing services quality on general satisfaction of medical services and revisiting intent of hospital by consumers. Method: The Joo's questionnaire founded on SERVQUAL was modified and distributed to 300 patients and nurses at 6 general hospitals in 5 provincial cities, Korea. Result: It is identified that the perception gaps between consumer and providers exist, and consumers perceive nursing services quality has a influences on general satisfaction of medical services and revisiting intent of hospital. And it is also identified that consumers also perceive general satisfaction of medical services has a powerful influences on revisiting intent of hospital. Conclusion: It is concluded that the marketing strategies being based on the perception gaps between consumers and providers should be specifically planned and applied to improve the perceived nursing services quality by consumers. And it is needed to accurately identify the impact attributes and factors of nursing services quality on general satisfaction of medical services and revisiting intent of hospital that consumers perceive.

• 한국병원경영학회지
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• 제3권1호
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• pp.165-191
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• 1998

The objectives of this research are 1) to identify different motivation of choice for each National University hospitals 2) to examine the factors influencing the patients' satisfaction, 3) and to investigate that the patients' satisfaction effects the hospital re-choice and recommendation on seven National University's hospitals. The data for this analysis were collected by questionnaire survey. Totally 852 interviews were conducted. The major statistical methods used for the analysis are paired t-test, factor analysis, x2-test, and multiple regression. We find that satisfaction level is a function of not only the quality of medical service but also non-medical service. The main results of research are follows: 1) The most important factor of hospital choices is 'the trust and fame as National University hospitals'; 2) Overall satisfaction of inpatients is turned to be influenced by the doctor's services, nurse's services, environment, and convenience. And overall satisfaction of outpatients is also found to be influenced by the waiting time for lab test; 3) Highly satisfied patients preferred to revisit and to recommend to others.

• Journal of Community Nutrition
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• 제8권1호
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• pp.9-15
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• 2006

Health care is one of the most popular reasons for accessing the Internet. Of concern is the amount of information from disreputable sources available on the Internet. A review of websites offering nutrition consulting services suggests sites are controlled by both registered dietitians and non-dietitian professionals marketing themselves as nutrition consultants. The purpose of this study was to investigate structure and content of websites controlled by registered dietitians and nondietitians professionals marketing themselves as nutritionists or nutrition consultants. Internet search queries of 'dietitian', 'dietitian consultant', and 'nutrition consultant' were completed for website selection. Thirty websites controlled by registered dietitians and 10 websites controlled by nutrition consultants were reviewed using an 18-item website evaluation instrument developed for this study. Five evaluators were recruited from the dietetics program at the University of Kentucky. Overall, websites controlled by registered dietitians ranked higher than websites controlled by nutrition consultants in a majority of categories. Sites controlled by registered dietitians ranked statistically higher for the following categories: 'accuracy of information'(p<.0001), 'inclusion of professional resume of owner or primary manager' (p<.05), and 'explanation of the affiliation to externallinks'(p<.05). A majority of sites controlled by both dietitians and nutrition consultants achieved a poor ranking in regards to provision of a legal disclaimer and inclusion of a privacy policy. Prior studies suggest personal privacy is the most important concern for consumers accessing health information on the Internet. Findings from this project will benefit dietitians to assist in development of reputable nutrition related websites.

• 보건행정학회지
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• 제21권2호
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• pp.263-278
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• 2011

As the competition among hospitals become intensified, hospital management is required to carry out more effective marketing and positioning of the hospital. Successful positioning of a hospital requires the knowledge about how the concrete attributes inherent in the medical service associated with the customer values that customers seek eventually in the medical service. Thus, it is required for hospital management to understand which hospital attributes should be emphasized in order to improve the customer values. The hierarchical structure of service attributes can provide valuable information about effective positioning and advertising. To obtain such knowledge, we employed the order analysis technique as an objective means-end chain method. Order analysis is useful for identifying the causal structure among attributes. Thus, we can examine the underlying causal relationship and eventually the vertical structure of hospital selection attributes. For this study, we conducted a survey to obtain 370 responses for the analysis. The result suggests that hospital management had better increase the scale of hospital, improve the services of health care providers, and modernize the hospital facilities and equipments so as to enhance customer values and eventually to lead them to recommend the hospital to others. Our findings would provide the valuable information for hospital management to develop the more effective hospital positioning and marketing strategies.

• Asian Journal for Public Opinion Research
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• 제5권2호
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• pp.63-83
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• 2018

This exploratory research investigated the factors that influence foreign tourists' decision to use dental services in Thailand. The questionnaire was used to collect data from foreign tourists who used dental services in a hospital or dental clinic in Thailand. Data from 233 respondents completed questionnaires were analyzed using frequency distribution, percentages, mean, and standard deviation. The findings revealed that respondents were most likely to be Asian (54.5%) followed by European (33.9%), females (64.8%) aged between 26-35 years (39.1%), business owners (45.9%), and came to Thailand with friends (47.6%). Regarding travel purposes and contact with dental services, most of them travel for pleasure (52.89%) and contact the clinic directly through the Internet(63.95%) The health/medical services used included health check-up (34.48%), dental services (29.22%), and day spa/massage (23.23%). The dental treatment that respondents had completed or planned to do included dental check-up (29.87%), tooth cleaning (26.68%), and tooth whitening (11.41%). Based on the influence of $_7P$ factors towards the respondent's decision to use the dental service, it was found that the average mean score range from 4.33-4.15 which were at the high to the very high level of influence to their decisions. The people factor had the highest average mean score (mean 4.33, SD= 0.604)followed by the price factor (mean 4.32, SD= 0.651), which both had the highest level of influence. The physical evidence factor had the lowest mean score (mean 4.15, SD+0.752) which was at the high level of importance. It should be noted that the factor concerning the modern technology and dental equipment (mean 4.33, SD=0.606) and factor on the quality of service (mean 4.43, SD= 0.598) had the highest mean score followed by the total cost of the trip including services being reasonable (mean 4.37, SD=0.582). Regarding the country factor, it was found that this factor also had highest influence level (mean 4.30, SD=0.67) and affordability had the highest mean score (mean 4.39, SD=0.614).

• 대한예방한의학회지
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• 제11권1호
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• pp.85-99
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• 2007

This study aimes to understand trends in alternative medicine use as new therapeutic ways to overcome the limits of western medicine, and is primarily concerned with function of alternative medicine to influence cancer theraphy in the United States after 1970s. Features of oriental medicine and western medicine through the comparison of Quantum medicine and Newton physics are pointed as the basic theory in alternative medicine. Homeopathic medicine, Chiro practice, Aroma theraphy, Transcendental meditation, Acupuncture is shortly is shortly introduced by alternative medicine use. The advantage of this study is to gain as follows : Firstly, To be recognized alternative function of cancer theraphy by Western nations including United States. Secondly, To understand the integrative program utilized as the alternative ways of cancer theraphy in the field. Thirdly, To understand side effects in alternative medicine use. :astly, To recommand marketing stratigies on alternative medicine services to develop Korean health tourism. In conclusion, it is increasingly emphasized that the importance of alternative medicine in relation to health promotion in the western nations. Western travelers expect that alternative medicine service is attractive and effective as the complementary function on incurable disease. Health tourism to experience alternative medicine services by travel will be expected one of the key industries in the future.